The best sports properties in the world will succeed in the long run by understanding the wants and needs of Generation Z and transforming themselves so they can attract and engage fans for years to come.

Marketing has evolved over the last several decades from marketing to many, marketing to some and now marketing to one. With advancements in technology and the growth of digital media and addressability, precision marketing is now a reality.

Fan interest and commercial investments in women’s football, or soccer, are growing leading into the 2019 FIFA Women’s World Cup. According to Nielsen Sports, 40% of the people in countries with a team competing in this year’s tournament are interested in women’s football.

Esports fans around the world include some of the hardest to reach consumers for brands because of their cord-cutting and ad-blocking tendencies. While esports unites them as a fan base, their digital-first mindset is pervasive in their approach to broader entertainment consumption.

Fast-moving consumer goods and GDP growth in Q4 2018 was strongest in Asia-Pacific, and consumers in the region feel the best globally about their financial well-being. Comparatively, only 37% of consumers in Europe believe their conditions have improved over the past five years.

It’s undisputed that internet accessibility, mobile technology and digital innovations are redefining consumers every interaction and will continue to enable and disrupt many aspects of consumers’ lifestyle well into the future.